2025年澳大利亚数字商务消费者见解报告（英文版）-Wunderkind

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AUS

2025ConsumerInsightsReport

FORDIGITALCOMMERCE

Introduction

potentiallyease,spendingisexpectedtoregainmomentum.Forbusinesses,understandingtheseeconomictrendsandconsumerbehaviourswillbecriticaltonavigatingtheevolvinglandscapeeffectivelyandthrivinginthecompetitiveAustralianmarket.

2024wasayearofbothchangeandcontinuity.Inmanyrespects,itwaslesstumultuousthanpreviousyears.Marketershavebeguntoadapttosweepingglobalprivacylegislation,therapidexpansionofAItoolshasbeenbroadlyembraced,andthird-partytrackingcookiesinGoogle

remain—fornow.

AIhasbecomedeeplyembeddedinmarketingstrategies,enhancingpersonalisation,contentcreation,andcustomerengagement.Yet,

mostmarketersareonlyscratchingthesurfaceofitspotential,oftendeployingitforbasictasks.While2024wasayearofexperimentation,2025mustbeayearofaction.

ThedigitalcommercelandscapeinAustraliaisevolvingatarapid

pace.Australianconsumersnowdemandseamless,personalised,

andvalue-drivenonlineshoppingexperiences,withpreferences

heavilyinfluencedbydemographicfactorslikeageandgender.

Thesedynamicsimpactshoppinghabits,deviceusage,andpurchasemotivations.Byleveragingdatasegmentedbythesedemographic

categories,businessescanadapttheirstrategiestoaddressconsumerneeds,anticipatemarkettrends,andgainacompetitiveedgeinthe

digitalmarketplace.

Australia’seconomicforecastfor2025reflectscautiousoptimism,withanalystsprojectingamodest2%year-over-yeargrowthsupportedbyrisingrealhouseholdincomesasinflationsubsides.Thehousingmarketispoisedforrecovery,andanticipatedratecutsmayfurtherstimulateeconomicactivity.However,challengeslikesubduedhousehold

consumptionduetotighterpoliciesandeconomicuncertainties

persist.Nonetheless,asrealincomesreboundandmonetaryconditions

AUS2025CONSUMERINSIGHTSREPORTFORDIGITALCOMMERCE2

Formarketersheavilyreliantonpaidchannels,2024wasaschallengingasever,withlowengagementratesandpoorROI.Tocounterthesechallenges,brandsmustpivotfromcostly,competition-dependentchannelslikepaidsearch

anddisplaytoownedchannels.Emailremainsoneofthemosteffectivewaystoreachconsumers—uncensored,algorithm-free,andhighlypersonalised.In2025,morebrandswillalsoleveragetheimmediacyandwidereachoftexttoconnectwiththeiraudiences.

Withupto95%ofwebsitetrafficremaininganonymous,itiscrucialtodeploytechnologythatcapturesemailaddressesandphonenumbersatscale.

In2024,manybrandsturnedtoidentityresolutiontorecognisereturning

customerswhohadclearedfirst-partycookiesorwereusingnewdevices.Thesesolutionsalsohelpedtransformtrulyanonymouswebsitevisitorsintohighlyengagedcustomers,thoughsignificantopportunitiesforimprovementremain.

ThedigitalcommercelandscapeinAustraliacontinuestoevolve,reshapinghowAustralianconsumersinteractwithbrandsandmakepurchasedecisions.Australianshoppersincreasinglydemandconvenience,personalisation,andvalueineveryinteraction—whethershoppingonamarketplace,adirect-to-

brandplatform,orthroughomnichannelexperiences.Theseexpectations

reflectgenerationalshifts,advancesintechnology,andagrowingemphasisonauthenticityandtransparencyfrombrands.

Thisunderscorestheimportanceofdata-drivenplanningandconsumer-

centricstrategies.InthisAustralia-focusededitionofthe2025Consumer

InsightsReport,wedelveintothepreferences,expectations,andbehavioursofAustralianshopperstoequipmarketerswithactionableinsights.The

voiceoftheconsumerremainsavitalguidefornavigatingthiscomplexenvironment.Ignoringconsumersentimentrisksalienatingaudiencesandhinderinggrowth.

AtWunderkind,wecombinedeepindustryexpertisewithanAI-driven

performancemarketingsolutionthatcollectsconsent-based,first-party

dataandidentifiesanonymoustraffic.Thisallowsbrandstoscalehyper-

personalised,one-to-onemessagesthatdriveunparalleledrevenue.Ifyou’rereadytounlockatop-performingrevenuechannel,we’reheretohelp.

AUS2025CONSUMERINSIGHTSREPORTFORDIGITALCOMMERCE3

TL;DR:10QuickInsightsfromOurData

5.ShippingCostsaretheBiggestDeterrent

Shippingfeesaretheleadingcauseofcartabandonment,

especiallyforGenXandMillennials(60%and44%respectively)andalmosthalfofwomen(48%).Solutionslikefreeshipping

thresholdsorbundlingdiscountscanhelpcounteractthis.

9.DirectChannelsAreGrowing

Onlineretailstores(33%)andmarketplaces(32%)aretrustedmost,butdirect-to-brandwebsitesarejustbehind(28%),andattractGenX(31%)andMillennials(30%)forexclusivity.

10.Urgency,DiscountsandRewardsDrivePurchases

Price-dropalerts(60%),discountcodes(52%)andloyalty

programoffers(33%)arethemosteffectivemotivators,amongall

consumers.

6.ContentTailoredbyDemographicsEngagesMore

PromotionsresonatestronglywithBoomers(76%),whileGenZandMillennialsrespondtoloyalty-focusedcampaigns(51%and46%).

1.MobileDominanceinOnlineShopping

Smartphonesarethego-todeviceforonlinepurchases,withusageratesat99%forGenX,97%forMillennials,94%forGenZ,and95%overall.However,desktopsstillplayasignificantrole,especially

forBoomers(79%)andmaleshoppers(76%).Thisunderscorestheneedformobile-firststrategieswhilemaintainingdesktopoptimisation.

7.EmailRemainsthePreeminentChannelforMessaging

Emailisthetopchannelforoldershoppers,favouredbyovertwo-thirds(67%)ofBoomersandhalf(50%)ofwomen.Meanwhile,

thereisgrowinginterestinsocialmediaamongyoungeraudiences,andconsistentbuy-infortextacrossgenerations.

2.YoungerShoppersDriveFrequency

GenZandMillennialsdominateshoppingfrequency,with51%and41%respectivelyshoppingonline2–3timesaweekcomparedto28%forBoomers.Leveragingloyaltyprogrammesandengagementcampaignscanhelpsustainthesehabits.

8.AIPersonalisation:AKeyGrowthOpportunity

AI-drivenpersonalisationexcitesGenZ(38%)andMillennials(42%),thoughBoomersremaincautious(21%).Transparent

communicationarounddatausecanhelpbuildtrustacrossdemographics.

3.Self-PurchasesLeadtheWay

Mostshoppersbuyprimarilyforthemselves,atrendconsistent

acrossallagegroups,particularlyformen(75%)andBoomers(82%).Incontrast,GenZandwomenaremorelikelytoshopforfamilyorpartners,suggestinganopportunityfortailoredmessaging.

4.ValueandPersonalisationDriveDirect-to-BrandShopping

OverhalfofAustraliansfavourdirectshoppingforbetterpricing(54%),particularlyamongoldergenerations.Loyaltyrewardsareasecondarydriver,especiallyforGenZ(30%)andwomen(20%).

AUS2025CONSUMERINSIGHTSREPORTFORDIGITALCOMMERCE4

Methodology

InpartnershipwithMX8Labs,Wunderkindconductedthe2025

ConsumerInsightsReport,focusingonconsumersinAustralia.This

reportdelvesintothelatesttrendsshapingonlinepurchasingbehaviouracrosstheAustralia.

Thisyear’sresearchexploresconsumersinAustralia’sshoppingplansfor2025,keydriversinfluencingpurchasedecisions,andpreferredchannelsforreceivingoffersandmessaging.Italsoexaminesmotivationsfor

optingintobrandcommunications,attitudestowardsAI,andthevalue

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X

exchangesthatencouragerepeatpurchases.Thereportoffersdetailedinsightspairedwithstrategictakeawaysdesignedtoempowerdigitalstrategists,marketers,anddecision-makers.Itequipsthemtoidentifyemergingconsumertrendsanddevelopperformancemarketing

500

Insightsaredrawnfromarepresentativesample

of500consumersinAustralia,reflectingdiversity

acrossgender,ethnicity,age,andhouseholdincome.

DatacollectionwascompletedinDecember2024.

strategiesthatstrengthenbrand-consumerrelationships.

WhilethisreportcentresonconsumersinAustralia,additionalinsightsintoU.S.,UK,orindustry-specifictrendsareavailableinourcontenthub.

AUS2025CONSUMERINSIGHTSREPORTFORDIGITALCOMMERCE5

WHICHOFTHEFOLLOWINGDEVICESDOYOUOWNANDUSEREGULARLY?

KeyInsights

Don’tForgetAboutTablets

MobileFirst

GENX99%

GENZ33%

MILLENNIAL44%

TheoverwhelmingmajorityofAustralianconsumersrelyontheir

smartphonesforonlinepurchasing,withusagepeakingat99%amongGenXandanalmostevensplitacrossgendersat,underscoringthecriticalimportanceofmobileoptimisation.

DesktopStrength

DevicesShoppersRelyonMostfor

41%

41%ofconsumersusetabletsfor

onlineshopping,withadoption

rangingfromathird(33%)ofGenZto44%ofMillennials,suggestingtheyareviewedassupplementarytools.

OnlinePurchases

ThedevicesAustraliansuseforonlineshoppingillustratea

BOOMER

MILLENNIAL

MEN

WOMEN

79%

68%

dynamicbalancebetweenconvenienceanduserpreference.Smartphones,whiledominantacrossalldemographics,

areespeciallyfavoredbyyoungershoppersandwomen.

76%

69%

Meanwhile,desktopscontinuetoplayavitalrole,particularlyamongoldergenerationswhoappreciatelargerscreensfor

Desktopsremainhighlyrelevant,particularlyamongolderconsumers,with79%ofBoomersusingthemcomparedto68%ofMillennials,

highlightingtheirimportancefordetailedresearchandbrowsing.Usageisnoticeablyhigheramongmen(76%)thanwomen(69%).

detailedresearchandcomparisons.Thesetrendshighlighttheevolvinginterplaybetweentechnologyandconsumerhabits,emphasisingtheneedforbusinessestoensureseamless

experiencesacrossalldevices.

AUS2025CONSUMERINSIGHTSREPORTFORDIGITALCOMMERCE6

WHICHOFTHEFOLLOWINGDEVICESDOYOUOWNANDUSEREGULARLY?

StrategicTakeaways

1.OptimiseforMobile

Designfast-loading,mobile-friendlyplatforms

withintuitivenavigationandstreamlinedcheckoutexperiences.Tailortheseexperiencestoengagemobile-firstaudienceswhoprioritiseconvenienceandimmediacy.

2.ElevateDesktopEngagement

Enhancedesktopshoppingexperiencesby

incorporatingfeatureslikeside-by-sideproduct

comparisons,detailedvisuals,androbustfiltering

options.Theseelementsresonatestronglywitholderdemographics,suchasBoomers,whovaluein-depthresearchandclarityintheirbrowsing.

3.DeliverSeamlessCross-DeviceMessaging

Leverageidentityresolutiontorecogniseshoppersacrossdevicesandsessions.

Implementaunifiedcross-channelmessaging

strategythatprovidespersonalised,consistentcommunication,ensuringeveryinteractionbuildstrustandstrengthenscustomerrelationships.

AUS2025CONSUMERINSIGHTSREPORTFORDIGITALCOMMERCE7

WHICHOFTHEFOLLOWINGDEVICESDOYOUOWNANDUSEREGULARLY?

AGEGROUPGENDEREVERYONE

RESPONSEBOOMERGENXMILLENNIALGENZFEMALEMALETOTAL

Asmartphone

Apersonaldesktopcomputer/laptop

79%

69%

68%

74%

69%

76%

72%

Atablet

38%

43%

44%

33%

38%

44%

41%

88%99%97%94%95%94%95%

AUS2025CONSUMERINSIGHTSREPORTFORDIGITALCOMMERCE8

KeyInsights

HighFrequencyAmongGenZShoppers

GenderPatternsinOnlineShopping

GENZ51%

39%

MEN

WOMEN

BOOMER28%

36%

OverhalfofGenZconsumers(51%)shoponline

2–3timesaweek,farexceedingthefrequencyof

Boomers,whostandatjust28%.Theirpreferenceforconvenience,coupledwithhighmulti-device

ownership,callsformobile-optimisedandseamlessomnichannelexperiences.

BoomersPrioritiseReliabilityoverFrequency

WhileBoomersshoplessoften,theirhabitsemphasiseafocusonqualityandtrustedplatforms.Campaigns

thatemphasisevalue,trust,andproductquality

guaranteescanresonateeffectivelywiththisaudience.

Men(39%)areslightlymorelikelythanwomen

(36%)toshoponline2–3timesweekly,suggestingopportunitiestotailorcampaignstomale

shoppingbehaviours.

AUS2025CONSUMERINSIGHTSREPORTFORDIGITALCOMMERCE9

HOWOFTENDOYOUSHOPONLINE?

HowOftenConsumers

inAustraliaShopOnline

Shoppingfrequencyunderscoreshowdeeplyonline

shoppingisembeddedinAustralianconsumers’lives,

withnotabledifferencesacrossageandgender.YoungerAustralians,particularlyGenZ,areleadingthewayin

frequentonlinepurchases,highlightingtheireasewithdigitalplatformsandpreferenceforconvenience.

Meanwhile,gender-specifictrendsrevealopportunitiesfortargetedmarketingstrategies.

HOWOFTENDOYOUSHOPONLINE?

StrategicTakeaways

1.EngageFrequentShoppers

Implementloyaltyprogramsorsubscriptionservicestocapitaliseonthehighshoppingfrequencyof

youngeraudiences.Incentivessuchasexclusive

discounts,earlyaccesstonewproducts,orgamifiedloyaltytierscandeepenengagementandreinforcehabitualshoppingbehaviours.

2.TargetOccasionalShoppers

ForBoomers,highlightconvenience-focused

offeringsthatsimplifydecision-makingandalignwiththeirpreferencefordeliberate,plannedpurchases.

3.BehaviouralMessagingforAction

Leveragetriggeredemailsandtextcampaignstoengagefrequentshopperswithpersonalisedpromotionsortimelyremindersaboutdeals.

Forlessfrequentshoppers,usemessagingthataddressesspecificneedsorhesitations,suchasabandonedcartnotificationsorlimited-timeoffersonbrowseditems.

AUS2025CONSUMERINSIGHTSREPORTFORDIGITALCOMMERCE10

HOWOFTENDOYOUSHOPONLINE?

AGEGROUPGENDEREVERYONE

RESPONSEBOOMERGENXMILLENNIALGENZFEMALEMALETOTAL

2-3timesaweek

5-6timesamonth

19%

34%

31%

19%

26%

27%

27%

Everyfewmonths

53%

32%

28%

30%

37%

33%

36%

28%34%41%51%36%39%38%

AUS2025CONSUMERINSIGHTSREPORTFORDIGITALCOMMERCE11

INYOURLAST12MONTHSOFONLINESHOPPING,WHOHAVEYOUPURCHASEDANITEMFORTHEMOST?

KeyInsights

ShoppingforFamily

ShoppingforSelf

BOOMER82%

GENX33%

GENZ

MEN

WOMEN

75%

75%

GenX(33%)arethemostlikelytoprioritisefamilyorhouseholdpurchases.

WhoAreConsumersShoppingFor:Self,

71%

Family,orOthers?

73%··

Anotable73%ofconsumersprimarilyshopfor

themselves,withBoomers(82%),GenZ(75%),andmen(75%)leadingthechargecomparedto71%ofwomen.

FurryFriends

Onlineshoppingmotivationsoftenhighlightablend

ofpersonalandfamilialpriorities.Theprevalenceof

self-purchasingpointstoastrongself-rewardculture,

especiallyamongBoomersandmen,whoprioritise

BOOMER5%

practical,utility-drivenpurchases.There’sanevensplitacrossgenderswhenpurchasingforfamily,withwomenedgingitwhenshoppingforfriends.Thesetrendsenablebrandstoalignproductsandcampaignswithspecific

shopperintentsforgreaterresonance.

3%

Australian’slovetheirpets,andwhileonly3%of

consumersshopprimarilyforthem,thisfigureclimbsto5%amongBoomers.Thoughthesepercentagesmightseemmodest,theyrepresentasignificantportionof

digitalrevenue.

AUS2025CONSUMERINSIGHTSREPORTFORDIGITALCOMMERCE12

INYOURLAST12MONTHSOFONLINESHOPPING,WHOHAVEYOUPURCHASEDANITEMFORTHEMOST?

StrategicTakeaways

3.PowerPersonalisationwithIntent-BasedSegmentation

Leveragefirst-partydatatosegmentaudiences

byshoppingintent.Usebehaviouralsignalslike

browsinghistoryorabandonedcartstocrafthighlyrelevantemail,text,andonsiteexperiences.

1.EmbraceSelf-Careand“TreatYourself”Messaging

Leanintothegrowingcultureofself-rewardbypromotingproductsasindulgencesorpersonalpick-me-ups.

2.HighlightFamily-CentricSolutions

CapturetheattentionofGenXwithproductsor

bundlesdesignedforhouseholdneedsorgifting

occasions.Showcaseversatilityandpracticalityin

campaignstoappealtotheirfamily-firstmindset,

especiallyduringkeygiftingseasonsorback-to-schoolperiods.

AUS2025CONSUMERINSIGHTSREPORTFORDIGITALCOMMERCE13

INYOURLAST12MONTHSOFONLINESHOPPING,WHOHAVEYOUPURCHASEDANITEMFORTHEMOST?

AGEGROUPGENDEREVERYONE

RESPONSEBOOMERGENXMILLENNIALGENZFEMALEMALETOTAL

Myself

Family/Partner

11%

33%

23%

15%

21%

21%

21%

Friends

2%

1%

1%

6%

3%

1%

2%

Pets

5%

1%

2%

3%

3%

2%

3%

82%63%73%75%71%75%73%

AUS2025CONSUMERINSIGHTSREPORTFORDIGITALCOMMERCE14

WHENSHOPPINGONLINE,WHICH3CATEGORIESDOYOUPURCHASEMOSTFREQUENTLY?

KeyInsights

Beauty’sGenderandAgeDivide

BroadAppeal:

TopOnlineShoppingCategoriesAcross

Demographics

FashionDominatesAcrossDemographics

WOMEN

MEN8%

GENZ

BOOMER

40%

35%13%

Beautyproductsareago-tofor40%of

womenbutjust8%ofmen,highlighting

acleargender-drivenpreference.GenZtrumpsBoomers,35%to13%respectively.

LeisureCategoriesReflectGenerationalPreferences

69%

65%

47%

66%

55%

GENZ

GENX

BOOMER

WOMEN

MEN

Clothingandshoes,leadsasthetopcategorywith61%ofconsumers.ItresonatesmostwithGenZ

(69%)andGenX(65%),whileBoomersrepresentthesmallestshareat47%.Women(66%)showanotablepreferencecomparedtomen(55%).

ElectronicsAppealtoMen

OnlineshoppingcategoriesinAustraliashowcase

diverseconsumerpreferences,blendingpracticality

GENZ24%

MILLENNIAL

withaspiration.Clothingandshoesdominate,favoured

especiallybyyoungerconsumers,whileelectronics

MEN47%

30%

andbeautyproductshighlightgenderedtrends.These

WOMEN14%

ToysandvideogamesdominateamongGenZ(24%)andMillennials(30%),reflectingyoungerconsumers’entertainment-focusedhabits.

Nearlyhalfofmen(47%)prioritiseelectronics,comparedtoonly14%ofwomen.

distinctionsprovidebrandswithvaluableinsightstotailorstrategiesandalignofferingswiththeuniqueprioritiesofdiverseconsumergroups.

AUS2025CONSUMERINSIGHTSREPORTFORDIGITALCOMMERCE

15

WHENSHOPPINGONLINE,WHICH3CATEGORIESDOYOUPURCHASEMOSTFREQUENTLY?

StrategicTakeaways

KeyInsights

HealthandWellnessPrioritiesforOlderGenerations

20%

GENX

Health-relatedpurchasespeakamongGenX(20%),aligningwiththeirlifestyleandwellnessneeds.

PetsHoldaSpecialPlace

GENX25% WOMEN19%

MEN16%

GenXtakestheleadinpet-relatedpurchases(25%),withwomen(19%)outpacingmen(16%)asprimarypetshoppers.

SubscriptionsandGiftCards

ShowNiche,butNotableAppeal GENZ21%

BOOMER10%

GenZ(21%)demonstratesinterestin

subscriptions,whilegiftcardsresonatemorewithBoomers(10%).

1.LeverageGenerationalTrendsinFashionCampaigns

Developage-inclusivemarketingcampaignsfor

clothing,emphasisingversatilityforBoomers

andtrendy,vibrantdesignsforGenZtoincreaseengagementacrossagegroups.

2.ExpandGender-SpecificBeautyMarketing

Focusonhyper-targetedbeautycampaignsfor

womenbyleveragingsocialmediainfluencers,user-generatedcontent,andAI-poweredpersonalisedrecommendations.Highlightvalue-drivenofferingslikeloyaltyrewardstodeepenengagement.

3.PromoteHealthandWellnessCampaigns

Createcampaignsemphasisinghealthbenefitsandself-caretotargetolderdemographics,especiallyBoomersandGenX.

4.HighlightTechnologyInnovation

Forelectronics,spotlightinnovativefeaturesandeverydayutilityinadvertisementstargetingmenandGenXconsumers.

5.EngageYoungerAudienceswithInteractiveEntertainment

Collaboratewithentertainmentbrandsto

promotetoysandvideogames.Integrate

gamificationelements,augmentedreality,orinfluencerpartnershipstocaptivateGenZandMillennialsontheirpreferredsocialplatforms.

6.IntroduceFlexibleGiftingSolutions

Promotegiftcardsandsubscriptionservicesasversatile,universallyappealingoptionsforvarious

consumergroups.

AUS2025CONSUMERINSIGHTSREPORTFORDIGITALCOMMERCE16

WHENSHOPPINGONLINE,WHICH3CATEGORIESDOYOUPURCHASEMOSTFREQUENTLY?

AGEGROUPGENDEREVERYONE

RESPONSEBOOMERGENXMILLENNIALGENZFEMALEMALETOTAL

ClothingandShoes47%65%64%69%